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Tom Calderone, formerly president of MTV Networks’ VH1, has joined Spotify as global head of content partnerships.

Calderone will be based in New York City, and reports to Stefan Blom, Spotify’s chief content and strategy officer. Calderone will oversee all original content, shows and studio content, as well as artist relations and partnerships with labels and publishers.

Spotify’s hiring of Calderone, a seasoned cable TV exec, signals that the music service plans to ramp up video programming efforts. Earlier this year, the company introduced video to its mobile apps and began rolling out additional video content from partners including ABC, Conde Nast, TBS, Comedy Central and Maker Studios.

Last July, Calderone exited VH1 after a decade at the cable network, replaced by Chris McCarthy (previously head of MTV2 and Logo). Calderone was named president in 2008, after leading VH1 as g.m. and executive VP since 2005. He joined MTV Networks in 1998 as senior VP of music and talent programming.

Privately held Spotify, whose competitors include Apple and Google, has signed up nearly 30 million paying subscribers according to a report earlier this month.